Work

A reflection and analysis around the idea that beyond the definition of different runner "segments", there is mainly a runner "lifecycle" which they go through across their journey, with different products, retail, events, and brands implications.

Exploratory scan of “visible fans”, who carry the story online, enabling to identify 4 distinct “game-night modes”:
🎥 Creators & Arena Media.
🏟️ Parisian Sport-Nation.
🌃 Parisian Culture-first.
✈️ Sport Travelers.

Reviewing the full media ecosystem of Les Others and inviting, instead of thinking in fixed “segments", to start thinking in postures of adventure — ways people relate to nature that can co-exist in the same person depending on life moments. 4 distincts postures emerged.

Before designing “more activations”, it's important to ask first: where is the story already alive in the fan graph?
Exploratory scan of the early warm-core (most engaged audiences across both social accounts) to surface shared interests and clusters.

Identifying social signal from a qualified sample cohort (2025 UTMB Runners), arguably the audience where nutrition matters most, clustered into 3 awareness  levels:
🧠 Experts & specialist media (education / protocols / researchers)
🧪 Niche endurance nutrition brands (performance led products)
🍫 Democratic nutrition brands trying to look “performance”.

Analysis of the most engaged audience of the new channel to identify 7 distincts "gravity fields" and evaluate if the content was reaching a new audience or bringing an existing community to a deeper trail culture.